Hi Matt! Thanks for taking the time to speak with us! What can you tell us about your journey into the industry and journey/role within Hasbro’s global experiences, partnerships, and music division?

I’ve been with Hasbro since 2007, and my journey really mirrors the company’s own evolution into the global games, IP, and toy powerhouse it is today. Over the years, I’ve had the chance to work across multiple parts of the business – from managing the TRANSFORMERS brand through its first three films to overseeing marketing and business development for Hasbro’s entertainment studio. Having the opportunity to touch so many iconic brands along the way laid the foundation for where I am now.

Today, I lead teams within Hasbro’s Global Licensed Consumer Products division, where we focus on big‑picture, long‑term strategies across experiences, music, partnerships, and promotions. The goal is to bring brands like PEPPA PIG, Dungeons & Dragons, and MY LITTLE PONY to life in bold, unexpected ways – whether that’s through immersive attractions, live shows, original music, or standout partnerships. It’s an incredibly exciting space to play in, and it’s all about creating unforgettable moments that deepen how fans connect with our brands around the world.

What live experience trends are you seeing among brands and licensing that excite you? How much has this space grown globally/regionally and why?

Live brand experiences have become one of the most exciting growth areas in licensing and entertainment globally. What’s especially compelling is how these experiences resonate differently across regions while tapping into a shared desire for immersion, play, and connection.

At Hasbro, our live experiences portfolio has expanded rapidly in recent years, spanning themed restaurants such as the newly announced CANDY LAND Café coming soon to San Diego, elevated immersive experiences like CLUE: A Mystery at the Mansion, community activations like the upcoming TRIVIAL PURSUIT Leeds Takeover to celebrate the city’s 400th anniversary, brand-focused retail experiences like the first-ever standalone PEPPA PIG and TRANSFORMERS stores in London, plus so much more.

We’re also continuing to build long‑term partnerships, including Dungeons & Dragons experiences with Universal and the newly announced D&D Fan Expo coming to London’s O2 in 2026. These aren’t one‑off pop‑ups – they’re culturally resonant, repeatable experiences designed to become part of fans’ everyday lives. The growth in this space is being driven by audiences who want to step inside the brands they love and share those moments with others.

Are there any insights/key learnings you’ve observed from opening a variety of live experiences (i.e. theme parks, touring shows, active play destinations, restaurants, etc.)? What is unique to each?

What we’ve learned across theme parks, touring shows, active play destinations, and restaurants is that fans are craving memorable, immersive experiences that let them step into the worlds they love and not just observe them. Our brands span generations, from TRANSFORMERS to PEPPA PIG to Dungeons & Dragons, and each audience connects to them for different reasons. The key is understanding those motivations through deep consumer insights and then amplifying them by partnering with best‑in‑class operators who bring strong regional and category expertise.

One of the most rewarding insights has been seeing how eager fans are to fully engage and share these moments. Experiences like MONOPOLY Lifesized and PEPPA PIG Theme Parks attract both lifelong fans and first‑timers who want to play together, create memories, and share their experiences socially. That level of engagement speaks to the strength of our brands and reinforces that when experiences are done authentically, they don’t just entertain, they build lasting loyalty.

What music trends are you seeing among brands and licensing that excite you? How much has this space grown globally/regionally and why?

Music has become an incredibly powerful extension of brand storytelling, giving fans yet another way to connect emotionally with the worlds they love. Across Hasbro, we’re seeing music succeed in multiple forms – from cinematic soundtracks like the D&D: Dungeon Masters Official Soundtrack and the upcoming, just announced THE TRANSFORMERS: THE MOVIE: THE SOUNDTRACK: THE REFORMATTED EDITION to story‑driven original songs for brands like MY LITTLE PONY and PEPPA PIG, to bold pop collaborations with PEPPA PIG and JEM AND THE Each approach meets fans where they are, while reinforcing the heart and personality of the brand.

This space has seen significant growth for us over the past few years, particularly as streaming and social platforms have made music more discoverable and shareable globally. PEPPA PIG has been a standout example, with collaborations including Peppa‑fied versions of Katy Perry’s “Roar,” Wham!’s “Last Christmas,” Kelly Clarkson’s “Stronger,” Rihanna’s “Diamonds,” and our recent Peppa Pig Pop covers album. The fan response has been overwhelming, with audiences fully embracing Peppa as a pop star in her own right. It’s a great example of how music can expand a brand’s cultural footprint while deepening fan connection across generations.

How has the industry evolved with respect to brand storytelling and licensing for live experiences and music?

The industry has evolved dramatically as fans look for deeper, more meaningful connections with the brands they love – far beyond traditional merchandise. Today’s audiences bring their own lifestyles, values, and personal memories to these brands, which creates an opportunity to treat them as fully connected ecosystems spanning entertainment, storytelling, consumer products, live experiences, music, and licensing.

A great example of this approach is PEPPA PIG, where thoughtful, real‑world storytelling sits at the center of the brand. Recent narrative developments, such as the arrival of baby sister Evie and George being diagnosed with moderate hearing loss in one ear, were introduced through new television episodes and then thoughtfully extended across licensing and live experiences. From updated costume characters at Peppa Pig Theme Parks to music releases designed to help families talk about these moments together, these stories live consistently across every touchpoint.

This kind of interconnected storytelling is increasingly essential. When licensing, live experiences, and music all reinforce the same narrative, brands feel more authentic, relevant, and emotionally resonant. It’s not just about expanding into new categories, it’s about building cohesive brand worlds that fans can engage with in multiple, meaningful ways.

What is your favorite project at the moment?

One project I’m especially excited about right now is Hasbro’s “Apology Tour,” a year-long campaign that playfully acknowledges the emotional impact of THE TRANSFORMERS: THE MOVIE while celebrating its enduring legacy. As part of the film’s 40th anniversary, we’re bringing it back to theaters, reimagining its official soundtrack with original artists and new special guests, and reengaging fans in a meaningful, culturally relevant way.

The original film delivered one of the most unexpected and emotional moments in animated cinema, the fall of Optimus Prime, and decades later, fans are still talking about it.

Now, thanks to our collaboration with Fathom Entertainment, audiences get to experience it the way it was meant to be seen: together, on the big screen. It’s not just about reliving the action or the iconic music – it’s about revisiting that moment, collectively, and celebrating the lasting impact it’s had on generations of fans.

You are attending Licensing Expo in Las Vegas this year. What do you enjoy most about attending industry events?

Licensing Expo is one of my favorite industry events because it brings the global licensing community together in a way that really sparks creativity. It’s a chance to reconnect face‑to‑face with longtime partners, meet new collaborators, and have meaningful conversations about where brands and the industry are headed.

For Hasbro, it’s also a vital moment in the year. We’re able to showcase the breadth and momentum of our iconic brand portfolio, highlight our latest collaborations, and build excitement around what’s next. Just as importantly, the conversations that happen at Licensing Expo often set the tone and create real momentum for the months ahead, making it an invaluable touchpoint for our business.

Did you have a favorite toy or game growing up?

TRANSFORMERS was definitely one of my favorites growing up. What drew me in was how big and bold the world felt – the characters, the mythology, and the idea that these robots were more than heroes and villains. Fast forward to today, getting to work on TRANSFORMERS at Hasbro truly feels like coming full circle. I grew up as a fan, and now I get to help shape how the brand shows up for fans around the world!

What advice do you have for people beginning their careers in the industry?

My biggest piece of advice is to stay curious and be open to every opportunity that comes your way. This industry is constantly evolving, and some of the most valuable experiences come from stepping outside your comfort zone and learning different parts of the business.

I’d also emphasize the importance of relationships. This is a highly collaborative industry, and building strong, authentic connections with colleagues, partners, and mentors can open doors and create opportunities that you might not expect.

Fill in the blank: I’m lucky that…

I’m lucky that I get to collaborate with incredibly creative teams and partners, and that the work we do has a real connection to people — whether it’s creating experiences, music, or moments that fans genuinely care about. Being part of that kind of impact, across generations and around the world, is what makes it so meaningful.